Sample Business Plan
e-Business strategic plan for Pampanga State Agricultural University
Executive Summary
The PSAU website is an e-commerce start-up company positioning itself to become the
market leader in offering online merchandise and a uniform and trouble-free way to
return merchandise purchased online. The company also offers a business-to-business
solution to online merchants of physical, non-perishable products. The company utilizes
a consolidation approach in handling all product returns that allows online merchants to
instantly save bad sales, restore customer satisfaction and stimulate repeat sales, while
offering consumers a convenient, centralized online location to claim returns. By
creating a new service category and utilizing the first-mover advantage, the website
positions itself for rapid growth and gains a strong opportunity to raise entry barriers for
possible competition.
Company Description
The Pampanga State Agricultural University website is a newly formed e-Commerce
established in San Agustin, Magalang, Pampanga. The e-Commerce website was
developed to promote products made by the university and provide a means for other
merchandisers to sell their product online.
Mission
The business mission is to enhance customer service of online merchants, boost
customer retention and increase sales. It strive to improve the overall image of the
online merchant and therefore stimulate growth of online shopping. It put efforts to
increase customer satisfaction when consumers deal with retailers, to enhance the
interaction process when retailers communicate with consumers, and to streamline the
problem resolution order in all possible ways.
Vision
It envisions to become a leading premier e-business in agroecological,
environmental and industrial management under a culture of unity and teamwork for
excellence.
Company Information
The e-Commerce was develop to generate more revenues to help and support the
university in their financial needs. The e-Commerce was initiated by the Office of
Business Affairs. This department was responsible in overseeing business operations
and budgetary recommendations in the university. The business was located in San
Agustin, Magalang, Pampanga.
In terms of the current status of the e-Commerce website, it is not yet fully implemented
because it requires major improvement on the design. One of the vital aspect of selling
merchandise online is to provide compelling content to inspire sales. The office of
business affairs will create an Internet based brand that unique product of Pampanga
State Agricultural University will recognize as a leader in the promotion, marketing and
sale of its goods in the online retail marketplace.
Product and Services
The e-Commerce services streamline the entire return process for retailers.
They allow retailers to outsource a large part of their business, allowing the retailer to
concentrate on their core competencies and not get distracted with activities that add
little value. It will reduce capital expenditures of a company that uses their services,
increase customer service of the retailer, increase sales opportunities, increase
revenues, and improve inventory management. Customers will benefit by having a
convenient, easy way to return their purchases as well as the ability to track their
returns.
Anticipated future products and services
The website will provide a comprehensive set of valued added consumer services that
will be specifically catered to the audience and product sponsors. These services
include:
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Content - Users of the site will experience interactive and unique buying locally
made products from PSAU.
Community - Users of the site will be encouraged to take part in the community
experience, using message boards, chat rooms and email. This builds an ongoing
profile of our customers that will provide value added marketing and demographic
data and feedback to our sponsors.
Personalization - Users will be able to personalize their viewing experience to
increase loyalty and repeat usage. Each customer is authenticated, thus our
products and content will be specifically targeted to our customers buying and
viewing habits.
Shopping - The Company will deploy the latest technologies to enable interactive
browsing to create a personalized shopping/viewing experience. Users can drag and
drop products on their personalized baskets.
Buying/Referring - Buyers will be referred to respective online merchants for
purchasing by clicking on selected products featured in our content and
programming.
Brand Identity
Specialize on product development and agri-based commercialization
Location and Offerings
PAC, Magalang, Pampanga
www.oba.com Links to an external site.(e-commerce unavailable)
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School Uniforms
Accessories
Fresh vegetables and fruit
Wine (Mango, Bignay, Tamarind)
Consumable products
Seedlings
Consumer Profile
Demographics
Women and men
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Students; young and seasoned professionals
Single; married; with or without children
Ethnicity varies widely
Psychographics
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Environmentally and socially conscience, actively recycles
Conservative spender
Gratified by purchasing quality product at a low price
Values quality
Brand conscience
Savvy shopper -doesn’t mind spending time to find the ultimate product needs.
Lifestyles
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Shops at brand stores, in-store and online
Seeks good/unique finds
Appreciates organic food
Geographic
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Resides in or works in any places
SITUATION ANALYSIS
Product
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School Uniforms
Accessories
Fresh vegetables and fruit
Wine (Mango, Bignay, Tamarind)
Consumable products
Seedlings
Competition
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Stores in the area
E-Commerce
Distribution
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Limited to in-store purchases
Environmental Factors
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Rise in neighborhood shops
Local shops expanding into e-Commerce
Opportunities
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Dynamic website featuring their merchandise
e-Commerce functionality
Online and offline strategies
MARKETING STRATEGY
Objectives
Increase consumer traffic and loyalty to PSAU shop and to the store’s website
Goals
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Product awareness
Increase sales
Customer loyalty preference
Key Message Points
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One of a kind merchandise
Product price is affordable
Proceeds benefiting students and contract of service employees
Key Tactics
Website Redesign
Intended Purpose
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e-Commerce capabilities
Platform for communicating a clear brand identity
Platform for ongoing and interactive communication with consumers
Channel for building customer database (i.e.: email addresses)
Source of community and lifestyle information
Increase awareness of cause and volunteerism
CALL TO ACTION
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Visit oba.com Links to an external site.for details
Sign-up to be the first to hear about upcoming sales, events, and promotions
WEBSITE
E-COMMERCE
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Website With E-Commerce capabilities
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Wide merchandise assortment – school uniforms, accessories, foods, and seedlings
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Proceeds benefit program for students and contract of service employees.
GOALS & STRENGTHS
Goals
Strengths
Effective key word search capabilities.
Search can be conducted for the entire site
and/or subcategories of product based on
multiple search criteria (price, brand name,
featured items).
Visibility of merchandise enhanced through
dedicated themed areas
Easy to Find and Browse Products
Appropriate call outs geared toward target
audience.
Search results include images of all
product. Multiple product views available
once item is selected. Merchandise is
displayed on a figure and professionally
photographed.
Easy Check Out and Shipment Process
Google Checkout used to manage online
purchases. Seamless and reliable.
Shipping options offered including free instore pick of select items.
Raise Awareness of Cause & Donations
"Donate" link on top of each page directs
visitors to multiple ways of giving.
Top of home page includes note about the
impact consumers can have by shopping
with Housing Works.
Promote Volunteerism
"Volunteer" link on top of each page with
opportunity to submit volunteer request
form online. Each opportunity and shop
locations are clearly outlined
GOALS & OPPORTUNITIES
Goals
Opportunities
Collect E-mails
Offer additional incentive for submitting
email addresses i.e.: "To receive the latest
information on new products and sales
sign-up today" on home page and within
each product page.
Easy to Find and Browse Product
Promote site to allow consumers to have
direct access to e-commerce store.
Limited to 30 items per page. Create "View Extend search capabilities to include color;
all" function to site.
style; fabrication.
Increase Sales
Expand recommended products to
increase up-selling.
Create full looks with current inventory with Incorporate video into site to highlight new
option for customer to purchase entire
and must have items via mini fashion
products.
show.
GOALS & WEAKNESSES
Goals
Weaknesses
Difficult to maneuver back to e-store
Ease of Navigation (throughout entire site) homepage once other areas of the site are
accessed. Create link on each page
directing visitors back to shopping
homepage.
Excellent Customer Service
Unresponsive to emails submitted to email
for general inquiries. Assign specific staff
member to this task.
Easy Return Process
Information on return process is absent
from shipment package. Add instructions
for return on receipt form.
APPLICATIONS FOR PSAU E-COMMERCE WEBSITE
Current Website
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Lacks E-commerce capabilities
Outdated design
No product images
Limited store, product, and cause information
Opportunities for Improvement
E-store Development:
Search and Browsing Capabilities
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Multiple search functions and criteria
Offer “View All” option
Present professional images of merchandise from multiple viewpoints with a zoom
feature
Accompany each Image with detailed description of product (size, fabrication, care
instructions, price)
Cross and up sell merchandise by offering up to 10 relevant product
recommendations
Offer styling and full look options with each product
Shipping & Returns
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Implement seamless shopping cart application (i.e. Google Checkout)
Include free return label with shipment
Customer Relations
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Display a question/comment field on each product page
Clearly display link to FAQ page
Dedicate area for capturing e-mail addresses with incentives highlighted
Tag Line: e-Commerce for “like minded” conservative spender enthusiasts
Logo: